Service bundling refers to offering a combination of two or more telecom services as part of the same package. Typicalbundling offers include dual-play (fixed and broadband), triple-play (fixed, broadband and video) and quad-play (fixed, broadband, video and mobility) packages. To the consumers, these bundles offer cheaper prices and convenience of use. To the service providers, such bundles reduce the cost of marketing multiple services and thus the overall acquisition and retention (A&R) costs.
The trend of offering service bundles in India is still at a nascent stage with only a handful of bundled offers available for customers to choose from. Here too, the dual-play of fixed and broadband connection is the most prevalent offer. Operators such as Airtel, BSNL, Reliance Communications and Tata Indicom etc. have already launched such dual-play offerings.
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